Raparigas Da Bola And Havas Put Women In Sport On The Front Page

Raparigas Da Bola And Havas Put Women In Sport On The Front Page

    Portugese NGO Raparigas Da Bola marked the week of International Women’s Day with their latest guerilla activation, working with Havas Lisbon to prove that there is plenty of news in women’s sport.

    The project highlighted the gender disparity in the coverage of sports in newspapers by providing viewers with an alternative look at one of the biggest sports publications in the country.

    From the 7th to the 11th of March, Raparigas Da Bolas (which translates to something like Ball Girls) took advantage of augmented reality to put women’s sport on the front page of Portugal’s biggest selling Sports Newspaper.

    Anyone who visited their website during the week would see the traditional front page of the newspaper with the traditionally male-dominated stories replaced with entirely female sports news.

    Thanks to the sharing of this AR experience on social media, they were able to showcase 35 different teams and 244 female athletes across 13 sports.

    The concept was coined by agency Havas Lisbon, marking the second year they have made action on this front around International Women’s Day.

    The previous campaign reached 52 times more people than the entire audience of the biggest sports newspaper in the country and was awarded dozens of times at advertising festivals around the world.


    Agency: Havas Worldwide Portugal
    ECD: Paulo Pinto
    Creative Directors: Ana Torres, José Vieira
    Senior Copywriter: Bernardo Tavares
    Senior Art Director: Sávio Hatherly
    Content: Cláudia Lopes, Cláudia Martins
    Designer: Tito Gouveia
    Account: André Palma
    Client: Marta Faria
    Development: Studio Akt Creative

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